Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/173024
Title: PRODUCE THE LOCAL, CONSUME THE GLOBAL : THE LOCALISATION OF MUSIC TELEVISION IN SOUTHEAST ASIA
Authors: NICHOLAS SEET KWONG
Keywords: Music television
Globalisation
Localisation
Global-local nexus
Southeast Asia
Issue Date: 1998
Citation: NICHOLAS SEET KWONG (1998). PRODUCE THE LOCAL, CONSUME THE GLOBAL : THE LOCALISATION OF MUSIC TELEVISION IN SOUTHEAST ASIA. ScholarBank@NUS Repository.
Abstract: ABSTRACT Music television (MTV) is a cultural product which brings together the popular media cultures of music, film and television. MTV can also be examined as an enterprise with global ambitions with its global reach of a quarter of a million people through its various regional networks. The aims of the thesis are: firstly, to map out the localisation efforts of MTV in Asia (production of product) secondly to uncover the meanings embedded in the MTV cultural product (production of meaning); thirdly to explore the audience's reception and incorporation of MTV in their lives; and finally to re-consider the dynamic processes within the global-local nexus. I have adopted as my conceptual framework Johnson' s (1986) circuit of culture. Within this circuit, the MTV product (its programming) is conceived and produced in a specific context, which becomes a cultural product that is exposed to consumers in the form of texts. Owing to different contexts that the different audiences are located in, the texts may be interpreted in different ways from what the producers intend. Upon reading the text, consumers consciously or subconsciously incorporate the various interpretations into their everyday lives and construction of identity. The circuit is completed when feedback is channelled back to the producers. The contexts of MTV' s circuit of culture are embedded within the global-local nexus of economic and cultural globalisation. The study highlights two main sets of findings. First, the localisation of the MTV' s operations and product are critical towards its success in the region. However, the creation of local content products is not explicitly a celebration of the local but one which is borne of economic imperatives. Second, the localisation of MTV has meant that there is no straightforward cultural imperialism. Instead, there is a degree of cultural synchronisation. It is believed that MTV has and will continue to play a part in promoting consumerism amongst the international youth.
URI: https://scholarbank.nus.edu.sg/handle/10635/173024
Appears in Collections:Bachelor's Theses

Show full item record
Files in This Item:
File Description SizeFormatAccess SettingsVersion 
b20576717.pdf5.22 MBAdobe PDF

RESTRICTED

NoneLog In

Page view(s)

12
checked on Oct 14, 2021

Download(s)

5
checked on Oct 14, 2021

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.